Pengaruh Brand Ambassador terhadap Brand Image dan Purchase Decision (Studi pada Penggemar Aktor Song Joong Ki pada Pembelian Produk Scarlett Whitening)

Muhti, Anjar Wirda and Onni Meirezaldi, S.Sos., MM (2022) Pengaruh Brand Ambassador terhadap Brand Image dan Purchase Decision (Studi pada Penggemar Aktor Song Joong Ki pada Pembelian Produk Scarlett Whitening). Sarjana thesis, Universitas Brawijaya.

Abstract

Tujuan penelitian ini adalah (1) untuk menguji dan menganalisa pengaruh Brand Ambassador terhadap Brand Image produk bodycare Scarlett Whitening, (2) untuk menguji dan menganalisa pengaruh Brand Image terhadap Purchase Decision produk bodycare Scarlett Whitening, (3) untuk menguji dan menganalisa pengaruh Brand Ambassador terhadap Purchase Decision produk bodycare Scarlett Whitening, (4) untuk menguji dan menganalisa pengaruh Brand Ambassador terhadap Purchase Decision yang di mediasi oleh Brand Image produk bodycare Scarlett Whitening.Penelitian ini termasuk kedalam jenis penelitian eksplanatori dengan pendekatan kuantitatif. Terdapat tiga variabel dalam peneltian ini, yang meliputi: varaibel brand ambassador (X), brand image (Z), dan purchase decision (Y). Populasi pada penelitian ini adalah penggemar Song Joong Ki yang melakukan pembelian produk bodycare Scarlett Whitening. Penentuan jumlah penelitian menggunakan purposive sampling. Jumlah sampel yang digunakan dalam penelitian ini adalah sebesar 110 responden dan pengumpulan datanya menggunakan bantuan instrumen kuesioner online. Teknis analisis yang digunakan adalah menggunakan analisis deskriptif, analisis path, uji hipotesis, pengaruh langsung, pengaruh tidak langsung, dan pengaruh total. Hasil penelitian ini menunjukan bahwa (1) terdapat pengaruh yang positif dan signifikan antara variabel brand ambassador terhadap brand image dengan nilai koefisien beta sebesar 0,455, (2) terdapat pengaruh yang positif dan signifikan antara variabel brand image terhadap purchase decision dengan nilai koefisien beta sebesar 0,439, (3) terdapat pengaruh yang positif dan signifikan antara variabel brand ambassador terhadap purchase decision dengan nilai koefisien beta sebesar 0,430, dan (4) terdapat variabel brand image yang tidak memediasi antara variabel brand ambassador terhadap purchase decision, dibuktikan dengan hasil perhitungan nilai Indirect Effect (IE) lebih kecil sebesar 0,200 dibandingkan nilai Direct Effect (DE) sebesar 0,430 (Indirect Effect (IE) < Direct Effect (DE)) .

English Abstract

The aims of this research are (1) to test and analyse the influence of Brand Ambassador on Brand Image of Scarlett Whitening body care products, (2) to test and analyse the influence of Brand Image on Purchase Decision of Scarlett Whitening body care products, (3) to test and analyse the influence of Brand Ambassador on Purchase Decision of Scarlett Whitening body care products, (4) to test and analyse the influence of Brand Ambassador's on the Purchase Decision mediated by Brand Image of Scarlett Whitening body care products. This research is exploratory and uses a quantitative approach. There are three variables in this research, which include: brand ambassador (X), brand image (Z), and purchase decision (Y). This research population was Song Joong Ki's fans who bought the Scarlett Whitening body care products. The sampling method used the purposive sampling method, in which the sample number was 110 respondents to the online questionnaire research instruments. The analytical techniques used descriptive analysis, path analysis, hypothesis testing, direct effect, indirect effect, and total effect. The research has three results, namely (1) there is a positive and significant influence between the brand ambassador variable on the brand image with a beta coefficient value of 0.455, (2) there is a positive and significant influence on the brand image variable on purchase decision with a beta coefficient value of 0.439, and (3) there is a positive and significant influence between the brand ambassador variable on the purchase decision with a beta coefficient value of 0.430, and (4) there is a brand image variable cannot mediate between the brand ambassador variable on the purchase decision, evidenced by the results of the calculation of the Indirect Effect (IE) value which is 0.200 less than the Direct Effect (DE) value of 0.430 (Indirect Effect (IE) < Direct Effect (DE)).

Item Type:	Thesis (Sarjana)
Identification Number:	052303
Uncontrolled Keywords:	Brand Ambassador, Brand Image, Purchase Decision-Brand Ambassador, Brand Image, Purchase Decision.
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Emy Sukartini
Date Deposited:	16 Jan 2024 08:02
Last Modified:	16 Jan 2024 08:02
URI:	http://repository.ub.ac.id/id/eprint/211104

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